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A case study with Nancy Felicelli, Communications Manager at AirBusiness Academy, and WS Interactive on using a Content Strategy approach during the remake of the AirBusiness Academy website in 2013 (www.airbusiness-academy.com). Thank you to Nancy for her contribution and her work with us in the website creation process. Thank you as well to the American Chamber of Commerce in Toulouse for sponsoring this presentation.
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Alex McC
ardell
www.ws-
inte
racti
ve.com
Content StrategyDevelop your web presence
Mar
ch 2014
With Nancy FelicelliCommunication Manager
AirBusiness Academy
content strategy
What was ABA’s brief
The current AirBusiness Academy website exists since 2006. The principal goal of our website is to promote our offer of services. The website serves as a communication support platform to learn about our training programs, our services, and our faculty members. The site allows users to either register directly to our inter-entreprise « open » training programs or to ask for a specialized class adapted to their particular needs. The site is a means to contact directly ABA for any information on our services. !Over the last few years we have modified some pages and added new elements to make the website more dynamic. However, we wish to now have a more global approach concerning all the changes to be made.
WS Interactive
The global context as stated by ABA for the website remake in 2013
WS Interactivecontent strategy
ObjectivesCall to action Unique value proposition Target marketBrand traitsCore message Personas
Defining your content strategy
User journey mapSearch engine visibility Inspiration and competition Voice and tone Mobile and social media Site structure The story
the practice of planning the content creation, delivery, and governance
content strategy
Objectives
Modernise the brand image of AirBusiness Academy Increase visibility Improve the user experience and navigation Increase the number of inscriptions
WS Interactive
Define your objectives for the website
content strategy
Call to action
Publish your content: content must be written, maintained and updated regularly, and focused on the strategy Earn visibility: content must be proven to correspond to user needsUser understanding: in order for users to move forward toward the expected action content must be clear and simple to understand. Call to action: the call to action in the case of ABA is registration to an open course, or contact for more information on a customized course.
The expected user path evolves around four key attributes
WS Interactive
content strategy
Unique Value Proposition
WS Interactive
What one value defines you above the rest
AirBusiness Academy sells learning programs for the aviation and aerospace industry. They have three general categories :
Aviation Management | Leadership | Operational Management
Our mission is to be a global learning platform to develop knowledge, skills and behaviours for Airbus and its community of customers, suppliers and partners worldwide. Our portfolio of services encompasses training development and delivery, consultancy, coaching, facilitation, auditing and programme management in three management areas.
ABA’s value added lies in three distinct features : Proximity to AirbusIn-house Faculty Industry specific
content strategy
Target market
Direct target marketIndirect target marketPartnersEmployees...
Who is your audience
WS Interactive
Aviation companiesAirbus suppliersFinancial organizationsAuthoritiesAirportsPotential partners Airbus Group
content strategy
Brand traits
Emotionally Professionally This but not that...
Define your company qualities
WS Interactive
ABA is not like other learning institutions, and can express its qualities as follows:
Inspirational but not superficialSerious but not tense Professional but not inaccessible Proud but not pretentiousFun but not silly Relaxed, but not playing
content strategy
Core message
Guides the content writingFocuses on the brandingCaptivates the audience
Construct your core message
WS Interactive
AirBusiness Academy is in the business of education. We teach aviation and aerospace executives to become better managers and leaders in order to improve operations and their company’s financial return. !AirBusiness Academy is about people who care and find fulfillment in transferring knowledge to others. !AirBusiness Academy offers an exciting place to work and learn that nurtures an individual’s well-being. It can be relaxed, even fun, but above all it fosters a creative environment around an active community who share ideas.
content strategy
Personas
A fleet manager, based in Paris, for a European airline. He is in charge of managing a mix of Airbus and Boeing jets that fly between France, Italy, Portugal, Spain, Germany, UK, and Ireland. He has an MBA, and has worked in the aviation industry for 10 years. He started work with an airport, in charge of logistics. He has a team of 8 assistants who help organise the fleet management program.
Define profiles who come to your site. With whom are we conversing
WS Interactive
content strategy
User journey map
High Stars ?
Low Cash cows Dogs
High Lowmar
ket
grow
th
market share
Your market :
WS Interactive
content strategy
User journey map
knowledge
engagementInactive
Uninterested
Unaware
Willing
Prospect
Interested
Active prospect
Inactive client
Active Client
advocate
AdvocateUser
QuestionInactive
WS Interactive
content strategy
Search engine visibility
What are the referencing objectivesWhat is your actual trafficWhat increase in traffic do you expectOn what expressions would you like to position the brand name
Define the SEO strategy
WS Interactive
Describe briefly the company in 7 words maximum (this is the title of the home page that will appear in the search engine results pages (SERP). Write a complete description in 20 words maximum. This description may appear in the SERPs.
content strategy
Search engine visibilityDefine the SEO strategy
WS Interactive
Title AirBusiness Academy aviation and aerospace learning centre
Description AirBusiness Academy is an aviation and aerospace learning centre for Airbus and its community of customers, suppliers and partners worldwide.
Keywords aviation management training, training school toulouse, aviation leadership training, aviation, aerospace training programs, airline management, Airbus school, aviation courses.
content strategy
Inspiration and competition
Competition Indirect industry competitorsSimilar structuresPartners
Benchmark different sources:
WS Interactive
content strategy
Inspiration and competition
WS Interactive
A Selected Training and Development Institute !Our professional training covers all critical areas of the aviation business. Find training for every step of your career.!
Voice : keen understanding of the aviation industry (methods and regulations) ; flexible training courses to meet all budgets and needs. Structure : Organized by subject areas. Registration with promos. Competitive advantage : has certification programs. Other : Has a mobile app for catalogue.
content strategy
Voice and tone
What is the personality of your brandHow would your brand speak
How does your brand express itself through content
WS Interactive
The personality of ABA can be defined as a creative teacher. Applying and understanding the traditions and «rules» while asking students to explore innovative perspectives on the applied methods. ABA is a passionate teacher. There’s pride in what we do, based on customer learning. We want them to become advocates, but we must first convince them that our programs are fully suited to their needs, and if not, we can customize an offer. !There should be an appropriate balance between a professional and industry-related language and an informal attitude. We want people to feel at home, welcomed, and in a relaxed environment. But we understand the stakes of each individual’s time and budget constraints, and the strict industry regulations. We must get to the point quickly. Though we are not on a cruise ship, we should have a good sense of humor and pleasure.
Describe specific language traitsGive copy examples
content strategy
Mobile & social
Layout and functions to meet all platform needs : desktop, tablet, mobile through a «responsive» or «adaptive» design.
Linkedin TwitterFacebookYoutube
Create a social media strategy:
WS Interactive
content strategy
Site structure
WS Interactive
Prioritize and structure the contentWho owns the contentWhat are the maintenance requirements
Build the information architecture:
content strategy
Site structure
WS Interactive
Build the information architecture
Current SuggestedPrimary links
About Us Learning SolutionsFaculty -- Aviation MgmtCustomised solutions -- LeadershipOpen courses -- Operational MgmtFAQ Core Knowledge
ServicesInsights
-- Grey matter (blog)Secondary links
About us (with Faculty)Join our teamNews
Omnipresent linksContact usOpen courses registration
content strategy
The story : a UX approach
Do not tell people about features, tell them about the benefits. !Express in a user understood language and generate an emotional attachment
WS Interactive
content strategy
The story : a UX approach
UX is about putting the user first. This can be applied to your content. !Using a UX approach, the story at ABA is not about how the faculty loves their job, but about the experience felt by the user because the faculty loves their job. !By focusing on the user benefits in choosing ABA, we can move from a corporate-speak passive marketing, to more of a UX approach that puts ABA in the shoes of the customer.
WS Interactive
content strategy
The story : a UX approach
Before: At ABA we love to teach about leadership. Our mission is to help users learn and acquire skills in order to improve their career and company results. !
After: We were to bring in 20 new A320s into a developing market. I needed to grasp all the logistical and marketing factors to make the program a success. The ABA learning program ‘Aircraft asset management’ allowed our team to identify the risks and the impact on our global assets to insure a well executed plan for entering a volatile market. !
The goal is to express in user understood language and generate an emotional attachment.
WS Interactive
content strategy
So, what is the result ?
WS Interactive
www.airbusiness-academy.com
content strategy
Thank you
WS Interactive
How to reach me:
mail: [email protected]: @alexmccardelllinkedin: www.linkedin.com/in/alexmccardellblog: www.alexmccardell.comWS Interactive: www.ws-interactive.fr
